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SulAmérica wins the Oscar for relationship marketing

Insurance company receives Gold in three categories of the 2009 DMA Echo Awards, the world’s most important direct marketing awards

SulAmérica Seguros e Previdência has just won three golds in the 2009 Echo Awards, granted by the Direct Marketing Association (DMA), the most important international awards in the direct marketing sector. A single case won the top award in the “Products and Financial Services” and “Best Utilization of the Direct Mail Channel” categories. It was also chosen by public vote as the best case in its sector, thereby gaining its third gold.

The insurance company won with the “Picasso” case, developed by the CRM (Customer Relationship Management) area in conjunction with SUN-MRM and aimed at building customer loyalty and ensuring the renewing of residential insurance. In a pioneering initiative, the CRM team sent a copy of Pablo Picasso’s “Portrait of Suzanne Bloch” to clients in the residential segment in a reference to the theft of artworks from the São Paulo Museum of Art (Masp) in December 2008. The idea was that these artworks would be safer if kept in the homes of SulAmérica’s clients. The campaign won clients’ sympathy and 78% renewed their insurance policies with SulAmérica. “Thanks to this award, SulAmérica has put Brazil on the map in terms of the world’s best one-on-one marketing practices,” declared Fabrício Saad, head of the Company’s Relationship and Development area. In addition to this international acknowledgment, the area has recently been granted other global awards, such as Short List, in Cannes, Wave Festival and El Ojo, as well as national awards from the Brazilian Association of Direct Marketing (Abemd) and the Clube de Criação.

About the award

The International Echo Awards were founded 79 years ago in America by the Direct Marketing Association, which represents the leading direct marketing companies in the USA. However, as the name implies, the awards accept entries from other countries and foreign members are invited to sit on the jury. Once a year, there is a selection of the best campaigns or initiatives from round the world in several categories. This year, the award ceremony was held in San Diego.